Pandora remains the most-searched-for jewellery brand, claiming more monthly searches than H Samuel, Accessorize, Warren James, Swarovski and Ernest Jones combined.
The 2019 Jewellery Market Report, the eighth annual report from search marketing experts Salience, ranks the leading 62 jewellery brands according to their online performance. It considers factors such as brand interest, social, visibility in Google, and technical site metrics.
The report saw multiple retailers such as H Samuel, Goldsmiths and Ernest Jones take the second, third and fourth places respectively in the listing, with Beaverbrooks reaching sixth place ahead of American retailer Tiffany & Co.
Family-run multiple jeweller F Hinds also fell by one position compared to last year’s ranking to twelfth place.
According to the report, jewellery brand Swarovski dropped by three places as did Thomas Sabo, whilst Warren James fell by nine places, which the report blames on changes to Google’s algorithms in the market.
Brett Janes, content director for Salience, explained: “It’s certainly unusual to see this much movement, considering the legacy and weight of the brick & mortar brand names. This is primarily due to a swathe of updates to how Google shows results to consumers.
“The most noticeable update among these for the jewellery industry is a series of changes related to what Google calls EAT (Expertise, Authority & Trust) and YMYL (Your Money, Your Life). To paraphrase, Google wants to ensure that consumers get a genuine, trustworthy experience when parting with their cash or researching health-based topics as a way to tackle fake news and general internet mistrust.
“As the jewellery industry typically relies on high-ticket items to drive revenue, it’s no wonder that we’ve seen such changes as search engines try to do their bit to improve online experiences. The problem is that search engines are fallible beasts, and they don’t always get it right.”
Social media winners included Pandora and Tiffany & Co, who hold owned social scores of 36.564 and 33,040, respectively. The social score is determined by likes, followers and engagement across all major social media platforms.
The report also analysed market competition across products and categories. Those with high competition will involve higher investments in merchandising, paid adverts, and website changes to gain meaningful revenue.
By far, the most competitive category is earrings. “Silver Earrings”, “Earrings for Women” and “Earrings for Girls” form three of the top four competitive search terms online.
On the other hand, those who offer customisation have an opportunity for growth, with “custom jewellery”, “ring design” and “custom engagement rings” being ripe for the picking, albeit with slightly lower search interest.
Another disadvantage for bricks and mortar stores - “Jewellery Stores” is not only the lowest competition but has a respectable 12,000 people per month searching for stores.
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